Now or Never
How An Lyn Chee's New York Hustle Shaped a Global Career at Piaget
By Pooja Shah
An Lyn Chee grew up inspired by "The Devil Wears Prada," a film that sparked her dream of working in New York City's fashion industry. Coming from Singapore's relatively small fashion scene, New York represented the ultimate opportunity to pursue her passion.
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Chee's career path was built on determination and initiative. "I learned the art of hustling really early on and gained experience through internships. One of my first ones was at a designer rental company that helped me break into fashion," she shares.
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This early role gave her valuable exposure to fashion shoots, styling clients, collaborating with models and photographers, and producing lookbooks. Following this experience, she honed her skills as a freelance stylist.
“At one point I was personally styling clients which was really exciting for my career, but I realized I didn't want to work in-house. I also saw the limitations of being a freelance agent without a well-known fashion brand or luxury magazine on my resume to make me more appealing to corporate jobs in the fashion industry.”
Despite having no connections, Chee embraced an "it's now or never" attitude and relocated to New York. She began networking aggressively, reaching out for introductions to fashion industry professionals. Her efforts led to finding a mentor who connected her with key figures, including those at DVF (Diane von Furstenberg). As the only Asian woman at an industry event, Chee made herself memorable: "I made sure I was the first person to ask a question so they remembered me, and after the event I sent an email to the CEO about how I could get involved."
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This bold approach paid off—the CEO responded, and they discussed potential collaborations focused on women's empowerment events. Soon after, Chee was hired as an intern at DVF, where she developed valuable programming experience and built a resume with transferable skills over the following year. After a successful start to her career in New York, she was scouted for her current role as Marketing and Communications Executive, SEAO at Piaget back in Singapore. Having the itch to try luxury brands, she took a chance and came back to Singapore, especially noting how difficult it was to get through visa logistics and immigration logistics in New York.
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Since July 2023, Chee has taken on extensive responsibilities as part of a regional team covering the Southeast Asian market for Piaget. Her role encompasses PR, communications, events, and media relations.
"I am involved in all aspects of marketing where I work closely with celebrity brands and ambassadors to plan regional high jewelry events, gala dinners, exhibitions and other programming to increase foot traffic to our boutiques."
She also handles business development, including cultivating relationships with global investors such as Thai actor Apo Nattawin to identify brand ambassadors with global appeal who align with the company's vision.
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At Piaget, Chee values the power of meaningful connections. "It's better to make a good impression and if you show someone you do research on the person you are speaking to, make sure to look through their LinkedIn. You can find a way to connect and have something in common in your profile."
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Her professional etiquette tips include sending calendar invites to busy contacts, preparing thoughtful questions, and expressing gratitude for others' time. She emphasizes the importance of responsive communication, noting her frustration when people "ghost" after proposed meeting dates. Maintaining momentum in relationship-building is essential in her view.
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While acknowledging the inevitable challenges in luxury fashion, Chee prizes working in an empathetic, supportive environment that produces high-caliber work.
"I think something that is easily overlooked is empathy. I think a lack of it can impact the team. When people fail to understand each other's perspectives is where miscommunication and conflict comes in. If teams lack kindness, people become hesitant to share ideas and don't want to ask questions because of judgment."
Chee appreciates the global nature of fashion, especially working in Singapore, a cosmopolitan melting pot of diverse races and heritages. She believes cultural awareness helps in relating to international clients and cities.
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For those interested in working with her, Chee notes that luxury brands typically plan a year in advance, with their financial year beginning in April. However, she encourages reaching out regardless, as opportunities sometimes emerge unexpectedly due to budget changes or timely events. For magazines and editorial shoots, she recommends making contact in January, as media planning occurs a year ahead.
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"There's no time like the present to exchange ideas. Reach out to me whenever and if an opportunity comes through we can discuss further." Chee welcomes coffee chats, phone conversations, and email exchanges. She's looking forward to relocating to London later this year and expanding her professional network in a new city.
Do Your Homework
Before reaching out, take time to research both An Lyn and Piaget. Look for shared interests or values that you can highlight, or similarities in your LinkedIn profiles.
Making Contact
An Lyn is open to communication via email, coffee chats, or scheduled phone calls. Choose the method that feels most appropriate for your context.
Professional Etiquette
Always send calendar invites for scheduled conversations, come prepared with thoughtful questions, and express genuine appreciation for the other person’s time. After any meeting or interview, follow up with a thank-you note, and be sure not to leave any communication unanswered. Demonstrating empathy and professionalism goes a long way.
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Timing
Luxury brands typically plan a year in advance, with their financial year beginning in April. Reach out regardless, as opportunities sometimes emerge unexpectedly due to budget changes or timely events. For magazines and editorial shoots, make contact in January, as media planning occurs a year ahead.